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VOGUE ITALIA’S FRANCA SOZZANI ADVICE FOR YOUNG DESIGNERS

During her 25 years tenure as Editor in Chief of Vogue Italia, L’Uomo Vogue and Vogue.it, Franca Sozzani has never shied away from risks. Dubbed by Time magazine as ‘fashion’s rebel with a cause’, she has always tackled social, political and environmental issues in the pages of her magazines. By now, you might have already heard of the 2008 ‘Black’ issue, dedicated to the black culture and featuring only black models, which is still one of Conde Nast’s best selling yet – it even got reprinted, which is a first in this digital dominated world. Or you might remember her 22 pages editorial in 2010, after the BP disaster in Golf of Mexico, where Alaïa, Miu Miu and Alexander McQueen creations were shot drenched in oil. Well, the examples are endless, which is why Franca Sozzani will always be one of our favourite women in the fashion industry. This April, Franca Sozzani visited Australia and on this occasion she gave a fashion master class at the University of Technology, Sydney, during which she shared few very important advices for the young fashion designers struggling to make a name for themselves in the industry. And since this is one fashion editor we truly admire, we thought we might share this with you guys: 1. Communicate a strong message “I always felt the important thing was a clear message. You have to organise how to understand yourself, to be clear in your project. Sometimes in communication, you need to scream.” 2. Imagery is important “You have to interpret what’s around you. Images are the only way to communicate … around the world.” 3. Trust yourself “When you think about your project you are not to think about, ‘This is what everybody likes,’” Sozzani said. “You have to convince yourself that what you’re doing is good.” 4. … and not the ‘fashionistas’ “I don’t like fashionistas. They only wear the brand,” Sozzani said. “You want to become a fashionista? Easy! Spend money.” 5. Don’t get caught up trying to define taste “Today, it’s completely different. I don’t think we can have any more about ‘what’s good, what’s bad’ – now anyone can wear anything.” 6. Look beyond fashion “Sometimes what is happening around you is more interesting than a show. If you only think about the clothes, the dress, the fashion, you don’t realise the world is changing,” Sozzani said. “Narrative is very important of course, but it is also important to know.” 7. It’s not going to be easy “I don’t think all of you will be designers. There is no room for everybody to be designers,” Sozzani said, but look for other creative jobs in the industry. 8. Your background doesn’t matter – just your work “It doesn’t matter where you come from. The creativity is important.” 9. Consider sustainability “It’s very important now. It’s something that the new generation should be aware about. It’s very, very, very important. Even in fashion we should be more committed.” Source: vogue australia, interview